Role In Brand Loyalty Research Articles

The influence of consumer confusion on the repurchase intentions of hotel guests: the role of brand loyalty and customer satisfaction

PurposeThis study aims to investigate the influence of customer satisfaction and brand loyalty on hotel guests’ repurchase intentions when they experience consumer confusion.Design/methodology/approachA quantitative research method was used in the study and the data were collected through a survey. A survey was used to collect data from 406 hotel guests staying at four and five-star hotels. The structural equation model was used to test the influence of consumer confusion on hotel guests’ repurchase intentions.FindingsThe findings of the study show that while consumer confusion has a negative effect on hotel guests’ repurchase intentions, customer satisfaction and brand loyalty have a positive influence on their repurchase intentions. Customer satisfaction and brand loyalty tend to have a partial mediating role in the relationship between consumer confusion and repurchase intention.Practical implicationsThe findings show the need for the hotel management to provide simple, concise, yet sufficient information enabling tourists to differentiate their offerings to reduce confusion.Originality/valuePrevious research has largely neglected the role of guests’ loyalty and satisfaction with the hotel brand. This research shows that guests’ loyalty and satisfaction with the hotel brand play an important role in terms of the repurchase intention and in reducing confusion.

The Role of Brand Loyalty in The Relationship Between Marketing Through Social Media to Purchase Intentions of Cosmetic Products: The Perspective of Female College Students in Makassar City, Indonesia

Female College Students are a interesting market for the cosmetic industry in marketing their products. This study aims to identify the effect of social media marketing activity on the purchase intention of cosmetic through brand loyalty. The respondents of this study were female university students in Makassar City, South Sulawesi Province, Indonesia, who were followers of cosmetic brand social media accounts. The research hypothesis was analysed using Structural Equation Modelling using SPSS_AMOS 23 program. The results based on 288 samples showed that social media marketing directly had a significant effect on cosmetic brand loyalty, brand loyalty directly had a significant impact on purchase intentions of cosmetic products, marketing through Social media does not have a substantial effect on the purchase intention of cosmetic products, marketing through social media has a significant impact on the purchase intention of cosmetic products through brand loyalty. These results indicate that although marketing through social media does not substantially impact female college students' purchase intentions, this effect will be significantly mediated by loyalty to cosmetic brands. Therefore, brand loyalty needs to be appropriately managed to increase the purchase intention of cosmetic products among female college students in Makassar City, Indonesia.

Interplay of Brand Equity, Customer Satisfaction and Brand Loyalty: An Application of Cognitive Dissonance Theory among Male Shoe Customers in Nepal

Background: In today's marketplace, consumers are presented with a plethora of choices when it comes to purchasing specific products. The customer preferences varying significantly compounds the abundance of options further.
 Objectives: The present study assesses and quantifies the intricate interplay between three pivotal elements: brand equity, customer satisfaction, and brand loyalty.
 Methods: The study employed an explanatory research design to establish a causal link between brand equity and brand loyalty. Due to an unknown number of shoe customers, non-probability convenient sampling was utilized. Data was collected among 403 male shoe customers residing in Kathmandu valley using a structured questionnaire through Kobo Toolbox for convenience. Analysis was performed using structural equation modelling (SEM) with the partial least square method (version 4.0).
 Results: The major challenges customers face when purchasing shoes are the lack of resources, competition from other shoe brands, and the unavailability of branded shoes. The SEM result shows a significant relationship between the perceived value of cost, perceived quality and life congruence with customer satisfaction, while brand identity and trust have not shown a significant relationship. Further, perceived quality, perceived value of cost, and brand identity partially mediate brand loyalty, life congruence fully mediates, and brand trust has no mediation role in brand loyalty. Lastly, respondents primarily buy shoes for special occasions and physical activities.
 Conclusion: The study suggests that having a high-quality brand is crucial for customers' loyalty to the shoes. When the brand aligns with the customer's lifestyle, it leads to satisfaction. To enhance the Nepalese shoe market, we recommend increasing brand promotion, using digital product marketing, and focusing on customer-centric activities.
 Paper Type: Research Paper
 Keywords: Brand equity, Customer satisfaction, Brand loyalty, Perceived quality, Perceived value of cost, Structural equation modelling
 JEL Classification: M3, L1

Brand Loyalty and Its Impact on Repeat Purchase Behaviour of Customers: A Cross-Sectional Study in the FMCG Context

Brand loyalty is a fundamental concept in marketing, particularly in the "fast-moving consumer goods (FMCG)” industry, where competition is intense and consumer choices abound. Understanding the impact of "brand loyalty” on repeat purchase behavior is crucial for businesses striving to build enduring customer relationships and achieve sustainable growth. Brand loyalty plays an important role in shaping the success of companies as it influences customer retention and sustains long-term profitability. By understanding the underlying mechanisms that drive repeat purchases, companies can develop effective strategies to cultivate brand loyalty and enhance customer satisfaction. The results suggest that various factors, including brand reputation, product quality, price, and promotional activities, significantly affect brand loyalty, leading to increased repeat purchase behavior. Furthermore, "customer satisfaction” and "trust"  emerge as critical mediating factors in the relationship between brand loyalty and repeat purchase behavior. The results will enable FMCG companies to comprehend the factors influencing brand loyalty and identify strategies to foster customer loyalty. Additionally, this study can serve as a foundation for future research exploring the dynamics of brand loyalty in different industries or cultural contexts. The study survey was conducted among 220 consumers to know the role of brand loyalty and its impact on repeat purchase behavior of customers in the FMCG context. The study concludes that there is significant impact of brand loyalty on repeat purchase behavior of customers in the FMCG context.

The Role of Brand Love and Co-Creation on Word-of-Mouth Communication inBrand love and the Telecommunication Sector of Pakistan: Mediation of Brand Association and Brand Loyalty

Branding is an important factor in developing WOM communication, especially in the telecommunication sector in Pakistan. Thus, this study aimed to evaluate the association between brand co-creation, brand love, and Word-of-Mouth communication, where the role of brand loyalty and brand association was studied in mediation. The researcher has implemented a quantitative design and used the five-Likert scale questionnaires as a research instrument. A total of 296 questionnaires have been included in the study, and the variable associations were evaluated based on mediation and path analysis. The results indicate a significant association between brand love, co-creation branding, and Word-of-Mouth communication by customers, showing that brand love is a stronger antecedent in the generation of word-of-mouth communication by the customers. The mediation results were also positive, showing that brand association and brand loyalty influence the relationship of brand love, co-creation branding, and Word-of-Mouth communications. The study is novel from the standpoint that the study has introduced the mediation of brand loyalty and brand association in the brand experience and Word-of-Mouth association, thus deepening the understanding of factors affecting the word-of-mouth communication of the customers.
 Keywords: Telecommunication Sector, Word-of-Mouth communication, co-creation branding, Pakistan.

The Impact of Marketing Mix on Purchase Decisions of Smart Automobile Industry in the Egyptian Context

AbstractPurpose – The purpose of this paper is to investigate the influence of marketing mix on purchase decision and the role of brand loyalty as a mediator in this relationship. Design/methodology/approach – This study is based on a questionnaire survey conducted in Egypt.Findings – Results based on SEM analysis identify there is a significant relationship between marketing mix and brand Loyalty and purchase decision.Practical implications – The findings are important to enable decision makers to increase competitiveness in the markets and so, increase the profitability of institutions and companies as well. This in turn helps to increase the purchasing in automobile industry sector, with the aim of increasing the marketing mix (price, product, and distribution of products). Research limitations– The primary limitation of this study is the scope of its sample, as it includes the Egyptian context only.Keywords– Marketing Mix, Purchase Decision, Automobile Industry, Brand Loyalty.

The Role of Brand Loyalty & Image Development Integrated with Brand Awareness, Service Quality, Product Strategy & Price Strategy: An Persfective Asia

Loyalty consumers of a brand are a central part of sales, and it has forced a company in the form of goods & services to evaluate its performance. Thus, a company strives to always have customers who have high brand loyalty in order to remain excess in the competition. However, the implementation is not as easy as the implementation, the competition is very hard, still, sudden and unexpected at this time does not automatically leave the old pattern of service to consumers can be abandoned. This shows that most goods and service companies are internally slow in implementing sales theory which results in loyal customers still far from expectations. This study aims to examine how factors such as brand awareness, service quality, product strategy and price strategy affect corporate image and brand loyalty of corporate organizations in the form of goods & services located in developing countries. The findings from the structural equation model analysis tested by end users consisting of 187 (one hundred and eighty seven) selected consumers in Eastern Indonesia prove that the application of sales theory in terms of brand awareness, service quality, product strategy and price strategy has a significant & positive impact on image, company and brand loyalty. This research underlies the importance of having a customer base that has high brand loyalty which can increase trade, attract new customers and the company quickly responds to competitors' movements for other evaluations and for future competitive advantages.

Marka Otantikliğinin Satın Alma Niyeti Üzerindeki Etkisinde Marka Bağlılığının Aracılık Rolü: X Marka Gıda Tüketicileri Üzerine Bir Uygulama

Bu çalışmanın amacı, marka otantikliğinin satın alma niyeti üzerindeki etkisinde marka bağlılığının aracılık rolünü tespit etmektedir. Bu bağlamda, İstanbul İlinde 18 yaşından büyük X marka gıda tüketicilerine kolayda örnekleme yöntemiyle yüz yüze 384 anket uygulanmıştır. Verilerin analizinde, SPSS 23 ve AMOS 20 programı kullanılmıştır. Veriler Cronbach Alpha Katsayısı yöntemi, Normallik testi, Açıklayıcı Faktör Analizi, Doğrulayıcı Faktör Analizi, Yapısal Eşitlik Modeli, Sobel test kullanılarak analiz edilmiştir. Araştırma sonucunda, marka otantikliğinin satın alma niyeti üzerindeki etkisinde marka bağlığının kısmen aracılık rolü olduğu belirlenmiştir. Ayrıca marka otantikliği boyutlarından olan güvenilirlik, orijinallik ve doğallığın marka bağlılığı üzerinde, marka bağlılığı, orijinallik ve doğallığın satın alma niyeti üzerinde anlamlı bir etkisi olduğu tespit edilmiştir.

The use of branding strategies to increase the uptake of modern contraception among Kenyan youth

Building brand equity is a strategic process that can boost normative and behavior change campaigns. However, the use of brand equity within the social and health sciences remains an under-researched field in lower income countries. This work examines Shujaaz, a multi-channel communication platform that uses branding strategies to create positive associations with safe sexual and reproductive health (SRH) practices among Kenyan youth. This study has the following three goals: (1) define and measure Shujaaz brand equity and its components (i.e., loyalty, awareness, perceived quality, popularity and brand personality), (2) analyze if Shujaaz brand equity components are associated with changes in SRH practices among youth, and (3) explore if Shujaaz brand loyalty could be better defined as an outcome, not a component of brand equity. The study uses data from a survey among 450 Kenyan youth interviewed three times; in 2016, 2017, and 2018. The analytical sample includes only those participants who self-reported exposure to Shujaaz. Fixed-effect logistic regression models were used to analyze the association between measures of brand equity and SRH outcomes, and to measure the association between brand equity measures and brand loyalty. Regression estimates indicate that loyalty to the Shujaaz brand was significantly associated with ever using condoms ( OR = 1.79), ever using modern contraception ( OR = 1.95), and with the likelihood of recommending condoms ( OR = 1.88). Shujaaz brand personality was significantly associated with ever using a condom ( OR = 1.87). When analyzing brand loyalty as the outcome of interest, we observe that brand personality, brand awareness, and popularity are positively associated with loyalty. However, no significant association was observed for perceived brand quality. This study underscored the role of brand loyalty as a determinant of health behavior change. However, loyalty to the brand is strongly associated with popularity, awareness, and brand personality, highlighting the need for mediation models to further study the dynamics of brand equity.

Relationship of advertising appeals, corporate reputation and brand advocacy: The mediation role of brand loyalty

Relationship of advertising appeals, corporate reputation and brand advocacy: The mediation role of brand loyalty

The Effect of Celebrity Endorsement on Consumer Purchase Intention: The Mediating Role of Brand Loyalty

The Effect of Celebrity Endorsement on Consumer Purchase Intention: The Mediating Role of Brand Loyalty

The Role of Marketing Mix Strategies on Brand Loyalty of Cable Products

This study was carried out with the intention of examining the role of the marketing mix on brand loyalty advertising and pricing play in building brand equity. The study focuses on a new cable brand (Belayab Cable) and attempts to find out the role of marketing mix elements on brand loyalty of Belayab Cable products. For this study, an accessible population of 62 Belayab Cable consumers who have used its products at least twice was selected randomly from stratified groups of three types of customers (Contractors, Traders, Electo Mechanical Engineers, and Government,). A structured questionnaire was used to collect data from respondents by using a self-administered data collection system. In addition to the questionnaire, semi-structured interview questions are prepared to get information from the organization which is analyzed qualitatively. The STATA is used to process the primary data which were collected through questionnaires. The findings showed that the role of product quality, price, and availability has a positive and significant role in brand loyalty. On the other hand, the price has no significant role in brand loyalty for the cable of a brand. Therefore, in order to maximize the effectiveness of marketing activities and have more loyal customers in cable industry companies should pay more attention to product quality, availability, and promotions.

Understanding brand equity in hotel firms. What is the role of brand loyalty and satisfaction?

PurposeThis paper aims to focus on examining the relationships between hotel brand equity (BE), brand satisfaction (BS) and brand loyalty, considering both behavioral loyalty (BL) and attitudinal loyalty (AL). These relationships are tested through seven causal models, i.e. one proposed model (PM) and six alternative models (AMs).Design/methodology/approachThe fieldwork was conducted among 360 hotel guests in Spain in 2016.FindingsThe findings reveal that the PM, which considers BL, AL and BS as direct antecedents of BE, performed better than the alternative ones. AL is confirmed as the most significant driving factor of hotel BE, followed by brand image and perceived quality.Research limitations/implicationsMore rigorous measurement of brand image could be used as some of its indicators did not result significantly.Practical implicationsAL needs to be highly encouraged, as concerning customers’ subjective disposition and appraisal of a brand helps them maintain preference for the brand over alternatives. In addition, a positive brand image and superior perceived quality should be considered by hotel marketers as a basis for BE building.Originality/valueThe models proposed in this study can be used to examine how hotel BE results from its potential antecedents and outcomes. The significant insight lies in identifying key drivers of BE and in considering the causal relationships between BE, satisfaction and loyalty in hotel firms.

Role of Brand Loyalty in Building Bran Equity: A Comparative Study of Consumer Involvement Levels

Role of Brand Loyalty in Building Bran Equity: A Comparative Study of Consumer Involvement Levels

KEPERCAYAAN MEREK DAN BRAND AFFECT SEBAGAI ANTESEDEN DARI LOYALITAS MEREK

The purpose of this paper is to explain the important role of brand and brand loyalty inmarketing activities. This paper also explains the antecedents of brand loyalty. The role of a branddoes not only actas a name, but also increasing the company's competitive advantage. The benefitsof a brand for consumers are, among many others, for emotional, self and social expression,attitudes, values and culture benefits. In the mean time, the role of brand loyalty in marketingis to contribute to the survival of the company, to increase new customer opportunities as well asto reduce marketing costs. To improve a brand loyalty, a companyshould increase its brand trustin advance as it plays an important role in improving brand loyalty. A cpmpany brand trust hastwo dimensions of intention and reliability. Brand affect, on the other hand, is an important forimproving a brand loyalty. Therefore,a company’sbrand trust and brand affect should be improvedfor the brand loyalty to improve as well.Key words : Brand trust, Brand Affect, Brand Loyalty

Customer Services Can Support Brand Loyalty in Marketing

This article mainly presents the framework of brand loyalty programmes that combine with customer’s services. The objective of the project is to test the hypothesis whether customer service support brand loyalty programmes. The brand issue and customer service can support the situation. Customers will evaluate the brand loyalty through the customer services, furthermore the brand loyalty also influence the consumer behavior. Under the increasingly intense competitive marketing environment, companies place more weight on advertising or other instant selling, but ignore the customer service. The article mention the system of customer’s service still influences the companies, especially in brand and brand loyalty. Holding the brand loyalty companies could keep the competition at last in the marketing. If the company had inferior quality of customers’ services, it would impair the brand loyalty directly. All of result can support the customer services play a crucial role in brand loyalty in marketing.

The Role of Brand Loyalty in Generating Positive Word of Mouth among Malaysian Hypermarket Customers

The Role of Brand Loyalty in Generating Positive Word of Mouth among Malaysian Hypermarket Customers

Impacts of culture differences on a brand community – a cross study in sweden, Taiwan and Vietnam

This study questions the impact of cultural differences on Apple Inc. brand community in three countries: Sweden, Taiwan and Vietnam. On the basis of quantitative and qualitative research, two component factors of brand community are assessed: brand loyalty and psychological attachment to brand community. While the Taiwanese highly evaluate the role of brand loyalty for the formation of brand community and psychological attachment to a brand at moderate level; the Vietnamese consumers highly appreciate both the roles of two factors. In comparison, the Swedish have lowest level assessments. In brief, there are significant differences in the evaluations of these factors of the brand community in cross culture context. Besides, Hofstede’s national culture theory is applied as the explanation for the research findings. Last but not least, some implications are given to a brand marketer, especially for Apple Inc’s.

The mediatory impact of brand loyalty and brand image on brand equity

This study examines the underlying dimensions of brand equity in the chocolate industry. For this purpose, researchers developed a model to identify which factors are influential in building brand equity. The second purpose was to assess brand loyalty and brand imagesE¼ mediating effect between brand attitude, brand personality, brand association with brand equity. The study employed structural equation modeling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measures the way in which consumers’ perceptions of the dimensions of brand equity affect the overall brand equity evaluations. Data were collected from a sample of consumers of chocolate industry in Iran. The results of this empirical study indicate that brand loyalty and brand image are important components of brand equity in this industry. Moreover, the role of brand loyalty and brand image as mediating factors in the intention of brand equity are supported. The principal contribution of the present research is that it provides empirical evidence of the multidimensionality of consumer based brand equity, supporting Aaker´s and Keller´s conceptualization of brand equity. The present research also enriched brand equity building by incorporating the brand personality and brand image, as recommended by previous researchers. Moreover, creating the brand equity index in chocolate industry of Iran particularly is novel. Key words: Brand equity, brand personality, brand loyalty, brand image, structural equation modeling, Iran.

Role of brand loyalty in purchase of sports shoes

This article reports the results of a study of consumer attitudes to brand loyalty. An empirical investigation is based on the sample of 872 individuals aged from sixteen years and located in the cities with upper and lower ten thousands inhabitants in sports shoes market. First, the creation of brand loyalty is defined, followed by an overview of theoretical works in the field. Finally, the study itself is presented. The study concludes that there is a significant dependence on the degree of loyalty determined by the environment in which consumers live and expenses connected with a specific sport. It also reveals the dimensions of brand selection that is influenced by a reflection of self-image of consumer in spite of the increase of price.